Those seeking online help for gambling addiction in Australia were being shown ads for betting websites, reports daily newspaper The Age.
It has resulted in a call for more regulation of digital advertising by leading clinicians in the country.
Searches for "gambling treatment", "gambling help" and "gambling helpline"on Microsoft-owned search engine Bing have been led by sponsored results for online betting.
The ads were also displayed when a person searched for treatment at a specific facility, including St Vincent’s Hospital, Sydney.
Emma Hamilton, programme manager for GambleAware South Eastern Sydney at the hospital, said it was harmful to have ads online as people who realise they need help often do so while using a betting website, meaning a search engine was likely to be their first port of call.
